Regardless of the type of business you have, digital marketing is the key to reaching your customers. But catching their attention is only one part of the equation; you must also keep it.
An essential part of the strategy? Knowing your intended or target audience.
Identifying your intended audience helps you know how to keep them engaged through the buyer’s journey. Here’s why finding your target audience matters, along with the tips to reach them.
What Is an Intended Audience or the Target Audience?
The term “target audience” or intended audience” refers to a specific group of people who are most likely to want and need your products and services. These are the people who will be on the receiving end of your marketing initiatives for a simple reason: they are most likely the people to buy from you.
Many factors influence finding your target audience, including the following:
- Stage of life
- Income level
- Education level
- Marital/family status
- Ethnic background
Psychographic aspects also come into consideration, including:
- Spending patterns
For example, depending on what you sell, your target audience could be everything from young female golfers who live in Florida to retired married couples in New England with significant disposable income.
Knowing your target audience’s pain points and desires also allows you to continue delivering the right content at the right time to help accelerate their movement through your sales funnel.
Why Your Target Audience Matters
Obviously, the two types of audiences identified above are very different and would react differently to the same marketing campaigns. This is the beauty of understanding your target audience, and building out a content plan that speaks directly to them.
The more closely you can hone in on the specifics of your target audience, the more specifically you can cater your marketing messages to their specific wants and needs at every point in the marketing funnel.
At the same time, you’ll avoid wasting time and money marketing to people who don’t value what you offer.
And then there’s the fact that once you reach your target audience and help them to understand the benefits of choosing your company, you’ll start building a stronger referral base.
The takeaway is clear: When it comes to maximizing ROI, reaching your target audience is an integral strategy. This is underscored by the fact that millions of dollars are wasted every year in advertising that doesn’t reach its target audience.
How to Find Your Target Audience
All of which begs the question: How do you find your intended audience? These tips can help:
Evaluate your current customers.
Who’s already buying what you’re selling, and what specific products and services are they buying? If you’re looking to bring in more business, prospects like them are a great place to start.
Inventory your products and services.
Take a careful look at the products and services you offer, along with the benefits they provide. Now consider who needs that benefit, and for what particular issue. What features of your products and services will most appeal to your intended audience, and how are they most likely to use them? Finally, consider which of these people are most willing to pay for that benefit.
Check in on your competition.
Check out your competition’s advertising campaigns. Who are their customers, and who are they targeting? This doesn’t necessarily mean going after the same market. In fact, it may reveal an overlooked audience segment that they’re missing.
One caveat? While target audiences are inherently specific, drilling down too far can lead to diminishing returns. There’s a “sweet spot,” so take your time to find it in order to make the most of your relationship between your target audience and content.
On that note, keep in mind that you may have several target audiences, each of which may require different marketing messages — even for the same products and services.
When it comes to your marketing, the reality is that you can’t do it all. Nor should you try to — if your goal is efficiency and effectiveness. Gleaning insights into customers in order to create and cater to your target audience is the best way to optimize your digital marketing efforts for the best possible results.
At The Light Digital, we have knowledge and expertise in all aspects of digital marketing, including reaching your target audience. To start putting the full power of digital marketing to work for your business, contact us today.